PwC has acquired online analytics consulting firm Logan Tod & Co. The online specialist will, with immediate effect, be integrated in the consulting branch of PwC - PwC Advisory. The managing director of Logan Tod & Co will be appointed partner at PwC. In addition, about 20 consultants will transfer to PwC United Kingdom.

Logan Tod & Co was founded in 2002 by leading consulting expert Matthew Tod. The consulting firm is active in the areas sales, marketing, e-commerce operations, multichannel retail, big data, benchmarking and outsourcing analytics. Logan Tod & Co worked for over 160 national and international clients, mainly in the sectors retail, media, banking and tourism.

Ashley Unwin, partner at PwC Advisory in the United Kingdom, said in a response: “Online is becoming more and more important for companies. Due to the rapid momentum in the market and introduction of new laws and regulations – such as the restriction on the use of cookies for websites – it is essential that companies understand their online audiences. The use of big data and online analytics can provide companies the necessary insight. By combining Logan Tod & Co with the existing PwC branches Strategy and Customer, we are capable of offering a full end-to-end service that meets those criteria.”